This weekend saw the release of Fast Five, the fourth sequel in the Fast and the Furious franchise. These movies have become the gold standard for Hollywood movies featuring cars going really fast for an audience made up of guys who's vocabulary consists at least 50% of "Bro." As would be expected, the marketing for said movie featured of lot of fast cars, explosions, sexy women, and Vin Diesel and The Rock sizing each other up, which if you turn the sound off it looks like they're trying to ask each other to dance. Also, Paul Walker is still getting work somehow. Good to know. Anyway, it's exactly how you would expect someone to market this kind of film.
But then they drop the bombshell by informing you that this film is the "start of the summer movie season!"
For those of you not by you're calendar, the film was released yesterday, which was April 29th. APRIL.
I think Hollywood has forgotten when summer actually happens. Do you know when the first day of summer is? June 21st. ALMOST TWO GODDAMN MONTHS AWAY. Seriously, calendars are not expensive. Just show up at a Borders that is closing and walk off with one, they won't stop you.
"But Tim", you are asking even though no one asked you, "the summer season has been starting earlier and earlier every year. Like Christmas!" Well, why the hell should we just accept that? Why is that a good thing? Because the earlier and earlier Christmas starts every year, the more people end up getting burned out by the time the actual thing finally gets here. At least starting the summer on Memorial Day Weekend makes some sense, as it is a long weekend filled with what is often the first barbecues of the year. And since many have that Monday off, the box office tends to do well. Ok, fine. Now you're less than a month off, I can live with that. But this year, two of the years biggest movies are rolling out before Memorial Day Weekend; Thor and Pirates of the Caribbean: On Stranger Tides. Starting earlier and earlier runs the risk of creating blockbuster fatigue, which guess what Hollywood, that's a bad thing.
Audiences are already suffering some blockbuster fatigue. With the exception of Inception, last summer was brutal for the summer blockbuster. Remember Knight and Day? No one does. To be fair, this summer looks like it will be better in terms of box office success, with the above mentioned movies, Captain America, the final Harry Potter movie, and Transformers: You Idiots Keep Giving Us Money To Make These Shitty Movies So Here's Another One. Of course, these are all sequels or franchise films, so take that how you will. But those aren't coming out for a couple months at the earliest. So the summer just keeps getting longer and longer (and people say global warming is a hoax). And the longer anything keeps going on, the quicker Americans with their short attention spans start wanting something else.
I mean hell, last year some of the Oscar nominated films out grossed the summer blockbusters (For example, The King's Speech grossed over $138 million. Prince of Persia grossed under $91 million.) That never happens any more. But the summer has gotten so long, so crammed full of interchangeable action films, that it is getting harder and harder to muster the enthusiasm to care.
I'm facing this problem myself. While I am waiting to go see Captain America and Thor, my excitement pales in comparison to how much I was anticipating Inception last year. I've been burned out by too many blockbusters taking up a larger and larger portion of the year. We need variety, or else anything can become stale.
But variety has never been a strong point for Hollywood. And with theater attendance down, the studios are likely trying to rush into the summer season, which tends to be where they make their money. They want to skip over the rest of the year. But it won't work. I'm sure Fast Five will be Number 1 at the box office this weekend. But now they have a much longer stretch of time to carry the momentum.
Or who knows. Maybe they're starting early because they know the world is going to end before Memorial Day gets here. Those crafty buggers.